John Soat writing at CIOs Uncensored (a blog) explains the reverse consumer effect occurring with regard to RFID. In short he says that while the plan was for RFID to be a boon for business, in fact it's not doing so well there (even Walmart admits its play is not living up to expectation). Instead, concumer use it taking off - like with AT&T's new tracking offering.

I think there's another reversal going on that's important. Instead of businesses deciding where tags go (which freaks people out), systems like AT&T's allow the consumer to decide where they go.